Engaging consumers online

The question

Several Procter & Gamble brands wanted to understand the online conversations consumers were having about the categories P&G operate in.

Our approach

We looked at how, why and where consumers talked online. We looked at what people shared, what they needed advice on and what advice they gave. This in-depth study covered a wide range of categories (e.g. hair care, styling, grooming, pregnancy) and countries (inc. Brazil, Mexico, Germany, Holland, Japan, China, Russia, Poland, France).

The answer

As well as showing each Brand Manager what the conversation looked like, we identified the key themes in each category and showed how this varied depending on the country. These insights are being used to help stimulate product innovation and to inform P&G’s digital content strategy.